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Written by
Anton Boykov
October 9, 2023

What Is Personalised eCommerce? Business Owners’ Guide

Wondering what personalised ecommerce is, how it works, and how you benefit? We break it down for you in our latest blog article.

If you’re running a Shopify store, you know that the online marketplace is a constantly changing and competitive environment. In order to keep up, it’s important to utilise all of the latest technologies and trends available to you. One such trend is personalised ecommerce. We explain what that is in our article “What Is Personalised eCommerce? Business Owners’ Guide.”

Shopify Store Owners’ Guide to Personalised eCommerce

Have you ever wondered why some stores seem to know what you want before you do? It's not luck, it's personalised ecommerce. This relatively new shopping trend uses your data to create a unique shopping experience for each user.

It's not just about customising products to your taste, personalised ecommerce is about creating a bespoke journey for each shopper. This might include showing different products, sending personalised emails or even offering exclusive deals.

The goal is to create a relationship with the customer so that they keep coming back. And it seems to be working, with personalised ecommerce experiences seeing 10 times the ROI of traditional marketing campaigns.

If you're thinking of implementing personalised ecommerce in your store, there are a few things you need to know. In this article, we'll cover everything from the basics of personalisation to advanced tips for getting the most out of this powerful marketing tool.

What is personalised ecommerce?

Personalised ecommerce is the process of customising the online shopping experience for each individual customer. This can be done in a number of ways, such as tailoring product recommendations to match the customer's preferences, providing a more personalised customer service experience, or even simply using the customer's name throughout the shopping journey.

Personalisation is becoming increasingly crucial in ecommerce as customers become more accustomed to receiving a tailored experience both offline and online. In fact, according to a study by Epsilom, 80% of consumers are willing to pay more for a better customer experience. And personalisation is one of the easiest and most effective ways to create a better customer experience.

There is a subtle difference between personalisation and customisation. Customisation generally refers to the process of allowing customers to select from a range of options to create their own unique product or experience. Personalisation, on the other hand, is about creating a tailor-made experience for each individual customer based on their specific needs and preferences.

While both personalisation and customisation can be used to create a more enjoyable and relevant customer experience, personalisation is often seen as being more effective as it takes into account the individual's specific wants and needs. Additionally, personalisation can be used to create a more intimate and trusting relationship between customer and brand.

Personalised ecommerce is still in its early stages, but many personalisation vendors and solutions are already available. And as technology continues to develop, we can expect to see even more sophisticated and effective personalisation tools and techniques emerge.

If you want to add personalisation to your ecommerce store, get in touch with Fourmeta Shopify agency today. We'll be able to advise you on the best solution for your business and help you get started with personalising your customer's shopping experience. Your first question might be "Is it even worth it?" Let's take a look at some of the benefits of personalised ecommerce.

What are the benefits of personalised ecommerce?

A number of benefits come with implementing personalisation into your ecommerce store. These include:

  1. Improved customer satisfaction and loyalty
  2. Increased sales and conversion rates
  3. Improved customer insight
  4. Higher average order values
  5. Improved customer retention
  6. Improved customer experience

Let’s take a more detailed look at all of these benefits.

Improved customer satisfaction and loyalty

eCommerce personalised to the consumer's needs may increase customer happiness and loyalty. By providing a more tailored and relevant shopping experience, customers are more likely to be satisfied with their overall experience. This, in turn, leads to increased customer loyalty and repeat purchases.

Increased sales and conversion rates

Another big benefit of personalised ecommerce is that it can increase sales and conversion rates. When done correctly, personalisation can result in a more relevant and targeted shopping experience for customers. This, in turn, can lead to increased sales and conversion rates as customers are more likely to buy from your store.

Improved customer insight

Personalised ecommerce can also provide you with improved customer insight. You can gain valuable insights into their behaviour by tracking the individual shopper's journey and understanding their preferences. This information can then be used to improve your overall marketing strategy.

Higher average order values

Personalised ecommerce can also lead to higher average order values. This is because customers with a more personalised shopping experience are often more engaged and invested in the products they buy. As such, they're more likely to add additional items to their cart or purchase higher-priced items.

Improved customer retention

Another benefit of personalised ecommerce is that it can lead to improved customer retention. This is because customers who have a positive experience with your store are more likely to return in the future. Additionally, by using personalisation to create a more intimate relationship with customers, you can encourage them to stick around for longer.

Improved customer experience

Finally, personalised ecommerce can also lead to an improved customer experience. Providing a more tailored and relevant shopping experience can make the overall experience more enjoyable for customers. This, in turn, can lead to increased satisfaction and loyalty.

While many benefits come with personalised ecommerce, it's important to remember that it's not a one-size-fits-all solution. What works for one store might not work for another. As such, it's essential to take the time to understand your customers and what they're looking for before implementing any personalisation strategies.

Personalisation options for your online store

Now that we've looked at some of the benefits of personalised ecommerce, let's take a look at some of the different options available to you.

Product Recommendations

One of the most common types of personalisation is product recommendations. This is where customers are shown products similar to those they've already viewed or purchased. Product recommendations are a great way to encourage customers to buy more from your store and can be used to upsell and cross-sell products.

Personalised Product Pages

Another option for personalised ecommerce is personalised product pages. This is where customers are shown a customised version of a product page based on their individual preferences. For example, if a customer has previously viewed a particular product, they might see that product featured more prominently on the page. Or, if a customer is interested in a certain type of product, they might see products from that category given greater prominence.

Targeted Email Marketing

Another common form of personalisation is targeted email marketing. This is where customers are sent emails that are tailored to their individual interests and preferences. For example, if you have a customer who regularly buys women's clothing, you might send them an email with offers and discounts on women's clothing. Or, if you have a customer who only buys from your store during the sale period, you might send them an email with information on upcoming sales.

Localised content

Another option for personalised ecommerce is localised content. This is where customers are shown content that's relevant to their location. So, for example, if you have a customer in the UK, you might show them UK-specific content such as currency conversion and delivery information. Or, if you have a customer in Australia, you might show them Australian-specific content such as local events and attractions. Customers are more likely to return to a website if the material is tailored to their geographic location, language, demographics, and personal preferences. Everything from ads to blog entries and even product descriptions falls under this overarching concept.

Several personalisation options are available to you, so it's important to choose the ones that are right for your store. Experiment with different strategies and see what works best for your business.

Final Thoughts

Personalised ecommerce is a growing trend in the world of online shopping. By providing a more tailored and relevant shopping experience, businesses can encourage customers to stick around for longer and improve customer satisfaction.

If you want to improve your online store, consider implementing some personalisation options discussed above. Fourmeta can help you tailor your ecommerce site to meet your customers' needs better. Contact us today for a free consultation.

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